Here is the process that I have found successful for getting Google SketchUp (version 7.0.10248, free) models into Shapeways:
[list type=1]
[*] Start a new model in Sketchup using the "Product design and Woodworking (millimeters)" template
[*] Verify that the model uses millimeters by going to Window > Model Info > Units
[*] Export the model to a .kmz file: File > Export > 3D Model
[*] Change the .kmz extension of the file SketchUp just exported to .zip
[*] Unzip that file (OS X's Finder will do this for you)
[*] Inside the unzipped file you will find a "models" directory with a .dae file inside
[*] Open that .dae file with
Meshlab (it's free)
[*] Save the model as an .stl file File > Save As > Format: STL
[*] Go to the Shapeways upload page and select the .stl file that Meshlab just saved
[*] Select "Millimeters" on the Shapeways upload page (this option is not visible until you choose a .stl file)
[*] Upload the model file to Shapeways
[*] Wait for your confirmation email from Shapeways
[/list]
I'm using Mac OS X 10.5 for all of these steps.
It took me quite a long time to nail down a reliable method, so I hope this helps someone.